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Customer experience - The next big thing

March 8, 2007

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Heard of it yet? You will, if only because the term is being rapidly co-opted by consultants. Business process re-engineers, customer satisfaction specialists and brand consultants each claim these two words as their own, when in fact it is so much more.

A customer experience is the embodiment of the brand; it is any interaction between an organisation and a customer. It blends an organisation's physical performance, the senses stimulated and emotions evoked, measuring each intuitively against customers' expectations at the point of contact.' Bluntly, every direct or indirect contact you have with your customers will be measured against their expectations and count for or against from that point on.

Great customer experiences place the customer's physical needs and emotional expectations at the heart of everything the business does. They generate revenue, reduce costs and provide long-term competitive advantage.

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